Leferri Acquires Makeup Platform Operator 'MakeMeUp'... Enhancing Data Sophistication

[Asia Economy Reporter Kim Bo-kyung] Beauty & lifestyle influencer business group 'Leferi' announced on the 29th that it has signed an acquisition agreement with 'MakeMeUp,' which operates the beauty service application Namanui Hwajangdae.

This acquisition was pursued as a strategic investment to secure new growth engines by preempting the influencer-based data market and building a platform. Leferi plans to utilize MakeMeUp's data analysis and development capabilities to enhance the accumulated data assets and systems.

Since launching Namanui Hwajangdae, a beauty community app that allows users to exchange personal cosmetics data and other users' or creators' vanity information in the form of rewards based on individual cosmetics data in 2020, MakeMeUp currently holds over 100,000 data records.

In particular, by securing actual usage data per user, it has shown prominence in data technology capable of providing hyper-personalized services in areas such as advertising and commerce, and has been selected for StyleTech, Gyeongbuk G-Star Dreamer, and Shinhan Innovation Growth Platform.

Choi In-seok, CEO of Leferi, said, "This acquisition of MakeMeUp is the first step to gradually assetize Leferi's core values of content creation and influencer business know-how into technology and platforms," adding, "We plan to actively invest in planning and developing influencer traffic-linked services and platforms that lead lifestyle in the future."

Kim So-yeon, former CEO of MakeMeUp, has been appointed as Chief Product Officer (CPO) and plans to oversee the improvement of various influencer-based products and services, as well as the establishment of systems and strategy formulation for each business division.